Go-to-Market/Product Marketing

Timo Wagenblatt ()

Chapter Chapter 6 in Software Product Management, 2019, pp 315-347 from Springer

Abstract: Abstract This chapter describes in detail the Go-to-Market/Product Marketing PYPR dimensionPYPR dimension Go-to-Market/Product Marketing that represents “The Outbound Part of the Software Product Manager Role.” The outbound part of the product manager role focuses on awareness creation, translating the value of your product into leads, incremental sales opportunities, and product success in the current installed base and net new customers and users. Depending on your product, success might be measured by adoption, product profitability, or any other north star that we discussed in Chap. 4 . Independent of the organizational setup, as a product manager you are indispensable in this dimension as you are heavily involved and driving this PYPR dimension or you are significantly contributing to its outcomes. As a product manager, your attention on this PYPR dimension is vital, because the Go-to-Market/Product Marketing dimension has the potential to determine product success and could easily become a limiting factor to the product’s yield potential. To safeguard product success, your attention and focus is required on the following topics: Sales and marketing teams are provided with useful assets to do their job Professional services and partner ecosystem are fully equipped for success Competitive landscape is monitored; insights are derived, leveraged and shared The market and your customers are informed about your latest capabilities and understand the positioning and value of your product The product launchLaunch plan is the central piece of work that puts a conclusive frame around all important aspects of the Go-to-MarketGo-to-Market /Product MarketingProduct Marketing dimension. If you consider these basics, then your chances to deliver the right messages, to the right people, at the right time significantly increases.

Date: 2019
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DOI: 10.1007/978-3-030-19871-8_6

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